Application of customer relationship management systems in Lithuanian mobile telecommunications companies

Abstract

Global investments in information technologies are constantly growing as the result of quick changes in technologies, globalization process, accelerating pace of life and increase in the importance of information to the modern society. Thus, the latest information technologies and systems are emphasized as one of the most important features of competitive ability of an organisation. As information technologies are getting more and more important in determining the advantage of a company in the business world, CEOs of organisations should pay more attention to implementation of systems that contribute to operational capacity of the entire organisation. In order to ensure success of an organisation, it is important to look for new investment solutions helping companies to develop individualized and differentiated ways of interaction with customers, ensuring their loyalty and allowing to maintain competitiveness in the market. More and more often, customer relationship management systems are chosen to achieve these aims. These systems are applied for business to efficiently manage relations with customers of a company; they help increasing the benefit obtained by every supplier or customer to the maximum and improving the results of the entire activity. Due to the increase in the number of organisations implementing customer relationship management systems (CRM), it is becoming important to study and evaluate these technologies and their influence. This would help to better understand the present problems related with customer relationship management (CRM) systems.

Remiantis tyrimo rezultatais nustatyta, kad svarbiausi bei reikšmingiausi šioms organizacijoms motyvacijos veiksniai yra: nesugebėjimas sistemiškai kaupti ir analizuoti duomenis (60%), pardavimo galimybių trūkumas (40%), nesugebėjimas tinkamai koordinuoti darbus (40%). Tyrimo metu nustatyta, jog ryšių su klientais valdymo sistemą (CRM) ekspertai įvertino kaip nesudėtingą naudoti (75%). Dažniausiai šią sistemą įsidiegusių organizacijų susiduria su tokiomis problemomis kaip neefektyvus ryšių su klientais valdymo sistemos (CRM) galimybių išnaudojimas, taip pat, šios sistemos neatitikimas organizacijoms poreikiams, trukdantis sėkmingai naudotis įdiegta sistema.